Audi is to launch an integrated digital campaign involving a video podcast to back up the BBH-created television ads for its new RS4 model, which casts the RS4 as a spider, devouring other cars.
The digital work, developed by agency Goodtechnology, allows the target audience to enter the RS4’s lair, says Goodtechnology creative director Marc Giusti. “The audience will be engaged by the campaign’s sinister beauty message, and they will spend much more time within the campaign,” he adds.
The www.audi.co.uk website will feature a podcast that viewers will be able to download the TV commercial and a four-minute “Making Ofâ¦” film onto video iPods and PlayStation Portables.
Online ads extend the user experience, Giusti adds. Users may find their cursor caught in a spider’s web, and then be invited into the RS4’s lair, where they will see the “virtual remains” of other site visitors and nominate friends to pit their car against the RS4.
Commuters in six major rail stations across Britain will also be exposed to a movie and mobile campaign. Digital screens will play a 30-second movie, with some screens Bluetooth-enabled. Consumers will be invited to turn their phones on by customised floor panels: if they do, they then get another message asking if they want to download a screensaver or game to their phone.
An interactive TV (iTV) version of the TV ad allows viewers who click red to see content including exclusive footage of the car and apply for a brochure.